The campaign includes six online TVCs each featuring young Chinese consumers in the post-80s generation target group sharing their insights into life. A launch press event takes place in Guangzhou on 10 October to mark the sale of Encore SUV models nationwide this month.
Lowe Shanghai won the Buick Encore SUV business in August following a competitive pitch also including Energy BBDO, Bates and Grey.
Bates China has been working on Buick's range of cars for 12 years.
Buick is owned by Shanghai General Motors, a joint venture between General Motors and SAIC Motor in China. This marks Lowe China’s first car client win.
Reported in July, iconic French brandy brand Rémy Martin appointed Lowe China, without a pitch, as its creative AOR, giving the agency responsibility for the brand's entire portfolio for 2012 and 2013. Heineken Asia Pacific Brewery (HAPB) also appointed Lowe as its creative agency partner for its Tiger and Anchor beer brands for 2012 and 2013.
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